The Reader's Digest Association Inc (RDA) is a $2.8–billion–revenue media firm reaching over 100 million consumers worldwide, one of the biggest publishers in the world. We were employed as European Creative Directors to inspire International teams, improving design quality and developing new projects in-line with RDA’s new strategy; to be a high–performance organisation. Our creative role covered Editorial Lead, Art Direction and the implementation of effective design tools and processes.
President and CEO Mary Berner aims to transform RDA into a high–performing organisation, highlighted by a three-year strategy entitled FACE plan. An acronym for the attributes that would be critical to success: Fast, Accountable, Candid and Engaged. The three key goals are savings, growth and culture change. Growth will be achieved by focus and execution, complemented by goals that include the potential for six to ten launches and acquisitions in the next 12 months. Culture is an ongoing initiative as Reader’s Digest moves towards a performance based system of rewarding results.
Creatively all our projects required a synergy with the new direction at RDA. At a grass roots level Editorial teams needed inspiration for the provision of fresh contemporary graphic design in order to achieve the culture shift, savings and growth announced by RDA.
Our work was a well-considered evolution of existing products and the Creative Direction for new ventures alongside International Editorial Teams and key Project Directors. Rekindling passion and instigating positive change in America, Europe and China. At a consultancy level we developed a Digital Strategy and Name Selection Methodology for new business. Emphasis was placed on embracing local culture and international design excellence. To facilitate the work we developed our own Customer Relationship Manager, adopting Skype and Go-To-Meeting as our preferred communication tools. Allowing us to work on a personal level with international scope whilst consciously managing our carbon footprint.
Creatively we developed the look & feel of Rick Warrens Purpose Driven Connection. Originated title specific editorial strategies, sharing our design knowledge to improve the design process on Readers Digest, PolskaWita, Daheim, Discovery Channel
to name a few titles.
"The whole Team (Editorial, Art and Marketing) has been positively inspired by our cooperation and we will be coming back to you for more expertise in the future."
Bożena Chmielarczyk, Dyrektor Generalny, Reader's Digest Association Poland
"&&& Creative delivered simplicity and clarity to a complex global project, I was very impressed!"
Donna Esposito, Vice President, New Business Development, Europe
"Congratulations. You have created something that has never been done before!"
Alyce Alston - President, Home & Garden and Health & Wellness